品牌延伸策略在影视作品中的应用探析

Research on Application of Brand Extension Strategy in Film and Television Works

随着电视剧市场竞争的日趋激烈,如何通过正确地实施品牌延伸策略来提高影视作品上市的成功率,已成为影视业关注和需要解决的重要课题。本文以电视剧《甄嬛传》品牌延伸至《芈月传》为例,通过对影视作品品牌延伸过程中的影响因素和品牌延伸给影视作品带来的竞争优势的分析,提出了影视作品成功应用品牌延伸的策略,以为影视作品的成功推广提供参考。

With the TV drama market competition is becoming increasingly fierce,how to correctly implement brand extension strategy to improve the success rate of the film and television works has become an important subject of film and television industry attention and need to be solved. Taking the TV series Which Empresses in the Palace extends brand to The Legend of Miyue as an example, the paper analysis influence factors in the process of brand extension of film and television works and competitive advantage of brand extension for the film and television works. Then,the author put forward the strategy of the successful application of brand extension,so as to provide a reference for the film and television industry.